Orbitz Cruises on Clickstream Analysis

eCRMGuide.com Staff

Updated · Sep 10, 2001

Orbitz, the online travel agency founded by American, Continental, Delta, Northwest and United airlines, will utilize Informatica Corporation’s eSite analytic application to enhance customer satisfaction.

Orbitz experienced customer service problems when it was launched, due to overwhelming demand and traffic. Customer relationship management (CRM) solutions, such as the clickstream analysis application — eSite — represent Orbitz’s commitment to its online community.

“In any online business, understanding the differences in customer behavior and needs in various markets and geographic regions can be critical to an organization’s success,” said Sanjay Poonen, vice president and general manager, Informatica Applications. “Companies like Orbitz can use online analytics to their competitive advantage by analyzing customer behavior and then tailoring marketing campaigns to attract new customers while also improving customer loyalty and retention.”

Analyzing clickstream information can help companies determine what are the most commonly viewed pages; which affiliate sites drive the most traffic; how long certain pages are viewed; and what search terms are most used. Informatica eSite is an analytic application that enables companies to integrate clickstream data with other key information from across the enterprise in order to analyze and improve the effectiveness of their Web channels. Available as a standalone product outside of the larger Informatica eCRM application, Informatica eSite can help companies grow their online businesses by transforming the enormous volumes of clickstream data generated from their Web sites into valuable insight. eSite is now available with pricing starting at $170,000.

Marv Mouchawar, general manager, Informatica Applications Business Unit, explains: “Informatica eSite is the only application that approaches clickstream as one component of a larger enterprise-wide effort to obtain business insight, enabling companies to view clickstream data in the context of other key information such as customer, product and campaign data. In addition, because eSite is powered by Informatica’s leading data integration platform, eSite implementations are open, scalable and easily modified without requiring additional code to be written. This multi-channel approach to clickstream analysis eliminates silos of information and represents the next generation in clickstream applications.”

Founded in 1993 and headquartered in Redwood City, Calif., Informatica delivers enterprise analytic software to more than 1,300 global customers. Client list includes 3Com, AMD, American Airlines, BMW, Borders Group, Chevron, Cisco, CNET, the Department of Justice, Deutsche Bank, eBay, General Electric, Hewlett-Packard, MetLife, Motorola, Philips, Polo Ralph Lauren, Sprint, UBS and the U.S. Postal Service.

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